NikeLab × Roundel
Contributed by Mark Fleming on Jan 3rd, 2017. Artwork published in
October 2016
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Source: rosielee.co.uk Photo: Mark Fleming. Rosie Lee. License: All Rights Reserved. Artwork by Mark Fleming.
To celebrate the launch of Nike’s second product collaboration with Transport for London (TfL), Rosie Lee were commissioned to create the global creative concept for the campaign. In addition, we were tasked with designing the website takeover for End Clothing and a truly underground party at the Charing Cross station pop-up.
The global directive we created sought to tell an iconic London story to a new generation. Using the Johnston100 font — TfL’s new corporate typeface — as featured on the product, alongside this goal resulted in a creative focussed on paying homage to 90s garage rave fashion and the font.
Installations at Dover Street Market and NikeLab used CRT TV’s to display the creative and re-inforce the campaigns nod to the 90s.
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